AI is a part of my work, not a shortcut. I use it to support content creation and copywriting where appropriate and apply editorial judgement to ensure accuracy, consistency and the right tone of voice.

The result is a consistent stream of cross-channel communication that immediately identifies your brand’s value proposition and market position and communicates it to your core audience.

My work is built on a wealth of experience in high-end retail and media and covers CRM and EDM communications, customer journey messaging, e-commerce descriptions and PDP copy, content marketing, brand storytelling, editorial copy, long-form website copy, social media captions, newsletters, launch communications, VIP communications, in-store communication, retail signage, brand TOV, press releases, product packaging and internal communication.

AI allows me to work quickly, and my writing, editing and industry experience enable me to keep its oddly off-key and overwritten style in check. I know when AI hallucinates and makes things up, resorts to cliché, becomes weirdly biased or simply comes up with something that really doesn’t sound like you, and I rectify and refine accordingly. AI alone just isn’t good enough.

I concentrate on engagement and cross-channel consistency. No blather, no clichés. What your brand gets is a voice that talks in its own original, nuanced language.

I work closely with marketing, SEO, CRM, PR and production teams, adapting tone and messaging for different formats and audiences while keeping user experience front of mind. Search engine optimisation is built in rather than added on: best-practice SEO delivered through copy that is human and authentic.

For larger projects and tight deadlines, I draw on two trusted associates of comparable experience and expertise, so the work gets done without any delay or drop in quality.